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3.21.98 Getting Smart about Advertising I'm sure you've noticed skateboarding's showing up a lot more lately in mass media advertising. I remember a Levi's ad on TV not too long ago, a Canon color Copier Ad, Mountain Dew, Cheerios; I'm sure you can think of many more. Why do they use skateboarders and not somebody else, like golfers? The answer goes a lot deeper than "because we're cool". What companies are trying to sell by using skateboarders in their ads is individuality. What's up with that? It works like this. Think of Monty Python's mistaken messiah in The Life of Brian. He tells the crowd of devotees "Don't follow me! Don't follow anyone! Think for yourselves...You are all individuals!" They reply in unison, "We are all individuals!". That's how advertising works. Companies try to sell everyone the same product so they can be different. The reason companies that have nothing to do with skateboarding use skateboarders in their ads is because we are a symbol of individuality. Skateboarding is something done by oneself, rather than on a team, and we are perceived as being "rebels" and "on the fringe". We're just being used, friends. Canon Color copiers isn't about to sponsor a skate contest, you know that. They are just putting a skater in the ad because they think it will sell more copiers. Advertising from skateboard companies is not too different. So, how different is the advertising within our own subculture? Not much. Skateboard companies know that individuality is important to skateboarders so they make a concerted effort to market it to you. Airwalk comes out with new shoes every few months. It's not because they keep improving the shoes, either. They are selling you a new style. Nothing wrong with style you say? Not really, but part of the fashion advertising scheme is to make you feel out of style, to make you want the Next Big Thing. The skater jeans company also know individuality is important to you. That's why they sell jeans for $50 - $60 a pair and many skaters (and those who just want to look like individuals) buy them. Amongst a group of skaters, most skaters will often be wearing the hip pants of individuality -- and all looking the same. The advertisers have won. And even if you don't have the hip $50 pants of individuality, but you want them, the advertisers have still won, have still succeeded in making you feel as if you were inadequate, as if you needed more. You'll never hear the words "You're OK" in an advertisement. As you look through skate magazines and catalogs, destruct the advertising tactics. Think about what's happening behind the scenes and stay aware of why it might be fucked up. It's not always so hard to spot. Sex Sells Using sexy images to sell product is an age old trick playing on human desires, loneliness, and feelings of inadequecy. Being aware of these ads and deconstructing them is a good place to begin schooling yourself in media literacy, because "sex sells" ads are so easy to spot. Come on, what do women in bikinis have to do with selling skateboards? If you are buying these products, think about your motivations. Is it because it is a quality product? I think this image from We the Media says a lot:
If you can't read the text, it says "Match the advertisement with the product it advertises". Without the text, you can't tell what one busty woman is selling from the other. Skateboard decks aren't listed, but they very well could be (think of Rosa from the Shorty's ads). The companies behind the ads want to your logic to work like this "duh, I like busty women. duh, I like product." Don't fall for it! Be aware of what's going on. In fact, don't hesitate to write to company or the magazine and let them know how you feel. There are a few industry addresses at the legalskate website to get you started. Next time you see a skater in an ad for a copier or a pair of jeans, before you think "Yeah, 360 kickflip!", think about what's going on behind the scenes. The same goes for ads in the skateboard industry. Think a little more about why you're buying what you're buying and you just might end up with a better product. If are you interested in reading more about how the media works and what you can do to straighten it out, I recommend reading We the Media. It can be ordered from amazon.com |
